×
1 541
Fashion Jobs
JD SPORTS
CRM & Email Marketing Executive
Permanent · Haymarket
DAVID JONES
Finance Systems Analyst - Country Road Group
Permanent · Melbourne
DAVID JONES
Loss Prevention Manager - David Jones Highpoint
Permanent · Melbourne
SHEIKE
Area Manager - Western Australia
Permanent · Perth
DAVID JONES
Buyers Admin - Womenswear
Permanent · Melbourne
ESTEE LAUDER
Clinique - Consultant - David Jones Melbourne - Part Time
Permanent · Melbourne
PUMA
Finance Manager Retail
Permanent · Moorabbin
THE JUST GROUP
Regional Manager - Brisbane
Permanent · Brisbane City
DAVID JONES
Sales Manager Opportunities - David Jones Melbourne
Permanent · Melbourne
DAVID JONES
Sales Manager Opportunities - David Jones Nsw
Permanent · Sydney
DAVID JONES
Art Director- Mimco
Permanent · Melbourne
DAVID JONES
Merchandise Planner - Menswear
Permanent · Melbourne
PUMA
Manager E-Commerce Operations
Permanent · Moorabbin
PETER ALEXANDER
Regional Manager - Peter Alexander - New South Wales
Permanent · Sydney
DAVID JONES
Zone Manager - Country Road Group
Permanent · Melbourne
THE JUST GROUP
Eoi | Regional / Cluster Manager | The Just Group | Nsw (Sydney)
Permanent · Haymarket
MUNRO
Area Manager
Permanent · Melbourne
DAVID JONES
Loss Prevention Opportunities - David Jones Hay Street Mall
Permanent · Perth
DAVID JONES
Merchandise Planner - Home
Permanent · East Melbourne
PUMA
Area Manager
Permanent · Moorabbin
ESTÉE LAUDER
Clinique - Myer Southland - Consultant - Permanent Part Time
Permanent · Melbourne
ESTÉE LAUDER
Area Sales Manager - Queensland
Permanent · North Queensland
By
Reuters
Published
Mar 3, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Digital shows here to stay as fashion week gets a makeover

By
Reuters
Published
Mar 3, 2021

From models strutting inside an empty museum to designers absenting themselves from the catwalk calendar, this season’s virtual fashion weeks have been re-styled with a new look many expect will endure when traditional runway shows resume.


Gabriela Hearst - Fall/ Winter 2021 - Photo: Greg Kessler for Gabriela Hearst



COVID-19 restrictions forced New York, London, Milan and Paris fashion weeks to go virtual in the past year, with brands rethinking how to keep the buzz of catwalk shows online.

While many are optimistic of a return to the events usually attended by buyers, editors and celebrities, digital presentations - which have opened up fashion week to a wider audience - are likely to stay on.

“Digital first is absolutely something that we will continue to see,” British Fashion Council Chief Executive Caroline Rush told Reuters.

While streaming shows is nothing new, the pandemic has accelerated a shift in an industry that in recent years turned to social media to target younger spenders.
Some labels, including Gucci and Tommy Hilfiger, sat out fashion week this season. Versace is presenting its collection after its usual showcase, Milan Fashion Week, ends.

“We will see physical runway shows from these very large brands who can afford to put on multimillion dollar entertainment events. But they may not be during the traditional fashion week and they may have audiences that are primarily made up of customers,” Lauren Sherman, chief correspondent for The Business of Fashion, said.

“There’s been a real shift in the balance of power that was already happening ... But now there’s proof of concept that if you want to ignore fashion week, it’s probably not going to hurt your bottom line.”

Foregoing the usual expensive catwalk events, most brands streamed pre-recorded videos on a fashion week platform.

On show this season were plenty of bright colours to lift moods in an industry that saw stores, factories and studios shut in the pandemic.

“A large part of fashion week outside of the shows was the community getting... together and feed(ing) off of that creativity and so, with that lacking, it’s not the same,” designer Rebecca Minkoff, one of the few to hold a live presentation in New York, said.

“But for those who are able to be creative and innovative, now is the time to figure out how you pivot and for those that do, I think there is great opportunity.”

© Thomson Reuters 2022 All rights reserved.